1. Social Media Marketing Management 社會媒體行銷管理 1 1002SMMM06 TLMXJ1A Tue 12,13,14 (19:20-22:10) D325 行銷理論 (Marketing Theories) Min-Yuh Day 戴敏育 Assistant Professor 專任助理教授 Dept. of Information Management, Tamkang University Dept. of Information ManagementTamkang University 淡江大學 淡江大學 資訊管理學系 資訊管理學系 http://mail. tku.edu.tw/myday/ 2013-03-26

2. 週次 日期 內容（ Subject/Topics ） 1 102/02/19 社會媒體行銷管理課程介紹 (Course Orientation of Social Media Marketing Management) 2 102/02/26 社群網路 (Social Media: Facebook, Youtube, Blog, Microblog) 3 102/03/05 社群網路行銷 (Social Media Marketing) 4 102/03/12 行銷管理 (Marketing Management) 5 102/03/19 社群網路服務與資訊系統理論 (Theories of Social Media Services and Information Systems) 6 102/03/26 行銷理論 (Marketing Theories) 7 102/04/02 教學行政觀摩日 (Off-campus study) 8 102/04/09 行銷管理論文研討 (Paper Reading on Marketing Management) 9 102/04/16 社群網路行為研究 (Behavior Research on Social Media) 課程大綱 ( Syllabus) 2

3. 週次 日期 內容（ Subject/Topics ） 10 102/04/23 期中報告 (Midterm Presentation) 11 102/04/30 社群網路商業模式 (Business Models and Issues of Social Media) 12 102/05/07 社群網路策略 (Strategy of Social Media) 13 102/05/14 社群口碑與社群網路探勘 (Social Word-of-Mouth and Web Mining on Social Media) 14 102/05/21 社群網路論文研討 (Paper Reading on Social Media) 15 102/05/28 探索性因素分析 (Exploratory Factor Analysis) 16 102/06/04 確認性因素分析 (Confirmatory Factor Analysis) 17 102/06/11 期末報告 1 (Term Project Presentation 1) 18 102/06/18 期末報告 2 (Term Project Presentation 2) 課程大綱 ( Syllabus) 3

4. Outline Marketing Theory Disciplinary Underpinnings of Marketing Theory – Psychological basis of marketing – Sociological basis of marketing Theories of Marketing Management and Organization Theoretical Sub-Areas of Marketing 4

5. Nothing is so practical as a good theory 5 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

6. Theory a set of propositions or an abstract conceptualization of the relationship between entities. 6 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

7. Purpose of theory increase scientific understanding through a systematized structure capable of both explaining and predicting phenomena (Hunt, 1991) 7 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

8. Theory a statement of relations among concepts within a set of boundary assumptions and constraints (Bacharach, 1989) 8 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

9. Marketing Exchange and economic growth 9 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

10. What is marketing? 5 themes from a content analysis of approximately 100 definition of marketing 1. Object of marketing 2. Nature of the relationship 3. Outcomes 4. Application 5. Philosophy or (versus) function 10 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

11. Marketing Identifying and meeting human and social needs 11 Source: Kotler and Keller (2011)

12. Basis of Marketing Theory 12 Economics Psychological Sociological

13. Disciplinary Underpinnings of Marketing Theory The economics basis of marketing The psychological basis of marketing The sociological basis of marketing Cultural aspects of marketing 13 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

14. Psychological foundations of marketing Motivation Perception Decision making Attitudes Persuasion 14 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

15. Key Psychological Processes Motivation – Freud, Maslow, Herzberg Perception – Perception is the process by which we select, organize, and interpret information inputs to create a meaningful picture of the world Learning Emotions Memory 15 Source: Kotler and Keller (2011)

16. Psychological Constructs and Some Associated Marketing Areas 16 Psychological Construct Marketing areas LearningBrand recall, loyalty MotivationConsumer needs, choice conflicts PerceptionProduct packaging, advertising content Decision making Brand selection, consumer involvement, post-purchase evaluation AttitudesCustomer satisfaction, trust, ad influence PersonalityConsumer segmentation, materialism, addictions Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

17. Maslow’s hierarchy of human needs (Maslow, 1943) 17 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

18. Maslow’s Hierarchy of Needs 18 Source: Kotler and Keller (2011)

19. Rostow’s Stages of Economic Growth model (Rostow, 1962) 19 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

20. TRA (1975) Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley. 20

21. TRA (1989) Davis,F.D.,R.P.Bagozzi and P.R.Warshaw,“User acceptance of computer technology : A comparison of two theoretical models ”,Management Science,35(8),August 1989,pp.982-1003 21

22. TPB (1985) Ajzen, I., (1985) “From Intentions to Actions: A Theory of Planned Behavior,” in J. Kuhl and J. Beckmann (Eds.) Action Control: From Cognition to behavior, Springer Verlag, New york, 1985, pp.11-39. 22

23. TPB (1989) Ajzen, I., (1989) “Attitude Structure and Behavior,” in A. R. Pratkanis, S. J. Breckler, and A. G. Greenwald(Eds.), Attitude Structure and Function, Lawrence Erlbaum Associates, Hillsdale, NJ, 1989, pp.241-274. 23

24. TPB (1991) Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179-211. 24

25. Motivation both physiological needs (e.g. hunger, thirst, pain avoidance, security, maintenance of body temperature) and psychogenic needs (e.g. achievement, affiliation, status, approval, power) motivate consumer behaviour 25 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

26. Motivation and Psychological Needs the waste of money and/or resources by people to display a higher status than others’ is clearly linked to the psychological ego- related needs for status, approval and self- confidence, although it may be influenced in part by extrinsic factors, such as social norms and cultural values 26 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

27. Perception Selective attention Selective distortion Selective retention Subliminal perception 27 Source: Kotler and Keller (2011)

28. Sociology and Marketing marketing (science) is the behavioural science which seeks to explain exchange relationships 28 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

29. (Social) exchange requires (Kotler, 1984) the presence of (at least) two parties that each party has something to offer that might be of value to the other party each party is capable of communicating and delivering each party is free to accept or reject an offer each party believes it is appropriate or desirable to deal with the other party 29 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

30. Individuals, groups and the larger society Role Status Norm Groups Family Life-cycle Community Social class and lifestyle Culture Sub-culture 30 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

31. Relationship, power, and conflict Relationships Network Conflict and cooperation Power 31 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

32. Learning and change Socialization Social change 32 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

33. Theories of Marketing Management and Organization The Marketing mix Marketing strategy Target segment strategy 33 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

34. The Four P Components of the Marketing Mix 34 Source: Kotler and Keller (2011)

35. Marketing Mix Four Ps The Evolution of Marketing Management 35 Product Place Promotion Price Modern Marketing Management Four Ps People Processes Programs Performance Marketing Mix Four Cs Customer solution Customer cost Convenience Communication Source: Kotler and Keller (2011)

36. Customer Satisfaction Social Media Marketing Mix Four Ps Marketing 4Ps and 4Cs 36 Product Place Promotion Price Modern Marketing Management Four Ps People Processes Programs Performance Marketing Four Cs Customer solution Customer cost Convenience Communication Source: Adapted from Kotler and Keller (2011) Marketing New Four Ps by Kim Kadlec (2012) Purpose Presence Proximity Partnership

37. Marketing-Mix Strategy 37 Source: Kotler and Keller (2008)

38. The new exchange model (van Waterschoot et al., 2006) 38 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

39. Theoretical Sub-Areas of Marketing Consumer behaviour Innovation and new product development Relationships and networks Theory in social marketing Theories of retailing An institutional approach to sustainable marketing Brand equity and the value of marketing assets 39 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

40. Model of Consumer Behavior 40 Source: Kotler and Keller (2011)

41. Behavioural research Consumer behaviours Number of studies Acquisition patterns 6 Charity/gift giving 27 Deviant behaviours 12 Possessions 6 Shopping behaviour 10 Situational influences 75 Symbolic consumption 74 Time 12 Variety seeking 52 41 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

42. Psychological research Consumer psychologyNumber of studies Aesthetics and hedonics16 Affect, emotion and mood73 Attention and perception101 Attitudes and preferences248 Choice and choice models106 Cognitive processing110 Consumer socialization28 Decision theory and processes205 Expertise and knowledge57 Inference35 Information processing402 Learning38 Memory66 Motivation and involvement130 Perceived risk30 Personality55 Satisfaction and dissatisfaction46 Self concept and image68 Values17 42 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

43. Societal issues in consumer research Macro/sociological issuesNumber of studies Consumer ethics2 Culture18 Family62 Lifestyles17 Social and reference groups66 Social class12 Welfare/well-being8 Women in the workforce22 43 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

44. A social cognitive model of behaviour (Bandura, 1986) 44 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

45. Sources and constituents of relationship marketing and business networks 45 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

46. Relational complexity and marked-based RM and network-based RM 46 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

47. Key constituents of relationship marketing and business networks 47 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

48. Social cognitive theory personal and environmental determinant of teen smoking 48 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

49. Examples of exchange in social marketing smoking cessation 49 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

50. The service brand–relationship–value triangle (Brodie et al., 2006) 50 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

51. Three types of marketing that influence perceptions (customer, employee and organizational perceptions) External marketing – Communication between the organization and its customers and stakeholders making promises about the service offer. Interactive marketing – Interactions between people working within the organization/network and end-customers that create the service experience associated with delivering promises about the service offer. Internal marketing – The resources and processes enabling and facilitating promises about the service offer involving the organization and people working in the organization. 51 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2 nd Edition, Sage

52. Summary Marketing Theory Disciplinary Underpinnings of Marketing Theory – Psychological basis of marketing – Sociological basis of marketing Theories of Marketing Management and Organization Theoretical Sub-Areas of Marketing 52

53. References Michael Baker and Michael Saren, Marketing Theory: A Student Text, 2 nd Edition, Sage, 2009 Philip Kotler and Kevin Keller, Marketing Management, 14th Edition, Prentice Hall, 2011 53